Brewery tourism becomes hot topic in Asheville

Patty Gillespie tours the new Sierra Nevada Brewery in Mills River. The tours are so popular that there’s a two-week wait for weekday visits and a month for weekends.(Photo: Colby Rabon/Citizen-Times photo)Buy Photo

Tourism is a major economic driver for Asheville, and there are many popular attractions that lure tourists and their dollars to the local area.

But is beer really one of them?

You bet, and it has become one of the fastest-growing attractions that should be taken much more seriously as such, say the people who count those incoming dollars.

Asheville long has had a lively beer tourism scene, but visitation has picked up with the opening of the Sierra Nevada Brewery in Mills River. The arrival of Sierra's new taproom and restaurant in March likely will mean another wave of visitors, and local breweries report that they already are feeling that bounce.

The cluster of breweries on Asheville's South Slope also has proven to be a draw. Six breweries are open there, with two more under construction.

“It's clear that Asheville is a town where (beer fans) visit.”

Julia Herz

"They create an area of destination," said Julia Herz of the Brewers Association trade group in Boulder, Colorado. "People coming from outside the region to visit a brewery will usually visit more than one," she said. "It's clear that Asheville is a town where (beer fans) visit."

Sierra's tours are so popular that there's a two-week wait for weekday visits and a month for weekends, said brewery spokesman Bill Manley. Sierra has just hired three new tour guides and will be increasing tours of the plant, located next to the Asheville Regional Airport. More visitors will be coming for the Burly Beers & Barleywines Festival on March 28 at the brewery.

Tracking specific beer tourism is difficult, with no real studies available to say how many visitors are attracted here by area breweries. But across the board, there's agreement that brewery tourist traffic is strong and building. Visitation builds awareness of breweries and can boost sales. It can also lead to more businesses at area restaurants, shops and attractions, the Asheville Convention and Visitors Bureau says.

The 18 breweries in Asheville, with more than 40 total around the mountains, have become a drawing card for craft beer drinkers in both Carolinas. More breweries are on the way, including New Belgium's $140 million site in West Asheville, just minutes from downtown.

The Asheville Convention and Visitors Bureau keeps detailed information about beer destinations on its website (www.exploreasheville.com), said Marla Tambellini, vice president of marketing.

"I think what is happening is a concentration (of breweries) that is appealing to visitors looking for an authentic (beer) experience," she said. "Over time, the beer culture has become an important part" of the Asheville experience.

Guests sample beers at the end of a tour through the Sierra Nevada brewery in Mills River on Tuesday. The 90-minute tour leads guests through the 200-barrel brewhouse, giving a glimpse into the beer-making process and ending with a tasting of several Sierra Nevada beers. The brewery hosts free tours several times daily, with prior reservations required.(Photo: Colby Rabon/Special to the Citizen-Times)

Across North Carolina, breweries "are just now hitting their stride in terms of tourism potential," said Margo Metzger of the North Carolina Brewers Guild. "When you bring a destination like Sierra Nevada into the mix, you blow the doors off the previous amount of traffic that you had." She expects the same effect after New Belgium opens in late 2015.

Asheville beer festivals also are doing their part to draw tourists, said Jennifer McLucas of the Asheville Brewers Alliance, which represents the Western North Carolina breweries.

“They are spending money while they are here and they are going home and telling people they had a great experience in Asheville.”

Jennifer McLucas

More than half the attendance from festivals like Beer City, Brewgrass and Oktoberfest is from out of town, she said. "They are spending money while they are here and they are going home and telling people they had a great experience in Asheville."

Last August, Sierra Nevada's Beer Camp festival pulled a sold-out crowd of 5,600, with strong attendance from Greenville, Knoxville, Atlanta and Johnson City, Tennessee, Manley said. Another Beer Camp festival will be held this year, but no details are yet available.

At Oskar Blues Brevard, there's been an increase in visitation because of Sierra Nevada, said spokeswoman Anne-Fitten Glenn. Visitors have been coming from up and down the East Coast, said Oskar Blues taproom manager Matt Dury.

Many Asheville breweries are adding outdoor venues this spring to enhance the visitor experience, including Highland Brewing and Green Man Brewery, where rooftop beer gardens are under construction. In Black Mountain, Pisgah Brewing's amphitheater and big-name concerts have become an attraction.

New Belgium's western brewery in Fort Collins, Colorado, pulls about 150,000 visitors annually, and tours often are booked three months in advance, said brewery spokesman Bryan Simpson.

The company's Asheville brewery will offer tours, tastings and information on the brewing process.

"It being Asheville, we definitely want the local culture/arts/cuisine to impact that as well,'' he said. The New Belgium tasting room will be open by November or December, depending on the pace of construction.

Meanwhile, South Carolina breweries and beer spots also are feeling a bounce from Sierra and the Asheville breweries. At Greenville's Brewery 85, about 35-40 percent of visitation is from tourists, "depending on what day it is," said owner Will McCameron. "It's really all of the Asheville breweries combined that serve as a magnet" for visitors.

Thomas Creek Brewery in Greenville sees 250-300 visitors a week in its tasting room, and 15-20 percent are from out of town, said spokesman Westson Gaskill. "We've had people from around the world visit the brewery," from as far away as Germany and Sweden.

He expects Sierra Nevada and the New Belgium brewery to "help bring tens of thousands of tourists to the area," he said. "Since Greenville is so close, I believe beer lovers will take the quick detour" to the Upstate.

Back in Asheville, the Bruisin' Ales specialty beer store " just had our busiest January and February since opening in 2006," said store co-owner Julie Atallah. She expects more brew tourism for Asheville Beer Week on May 22-30 and the Beer Bloggers Conference, July 17-19.

“Asheville is on the 'map' now.”

Julie Atallah

"A good portion of beer travelers are regional, especially during the winter months, but seasonally, we see plenty of people from around the country as well as international travelers," she said. "Asheville is on the 'map' now."

Western Carolina breweries

Asheville and Buncombe County

Altamont Brewing, 1042 Haywood Road, West Asheville. It opened as a pub in 2011 and then began making its own beers in 2012.

Asheville Pizza and Brewing, 675 Merrimon Ave. and Asheville Brewing, 77 Coxe Ave. The Merrimon location opened in 1998 as Two Moons Brew-N-View and includes a discount cinema. The downtown Coxe Avenue location has a full liquor bar and patio. Beers are in cans, bottles and draft.

Blue Mountain Pizza and Brewpub, 55 N. Main St. Weaverville. This small brewery is attached to the popular Blue Mountain Pizza cafe.

Burial Beer, 40 Collier Ave. This South Slope brewery features an ever-changing lineup of craft beers. Owners Doug and Jessica Reiser and their business partner Tim Gormley look to eventually expand by building an European-style farmhouse brewery.

French Broad Brewing, 101 Fairview Road. One of Asheville's early breweries, its ales include Gatewway Kolsch and 13 Rebels ESB. Bands regularly perform at brewery. Its beers are also in cans and on draft.

Green Man, 23 Buxton Ave. It was the second Asheville brewery and has become a powerhouse with beers in bottles and on draft. The tasting room is at 23 Buxton Ave. in what has become the city's South Slope brewing district.

Highland Brewing, 12 Old Charlotte Highway. The first Asheville brewery, opening in 1994, it is probably best known for its flagship Gaelic Ale. Look for its bottled and draft beers in nine states. The tasting room has many beers only available there.

Hi-Wire Brewing, 197 Hilliard Ave. It took over the former Craggie Brewing location and produces beers in bottles and on draft. The beers have circus-themed names.

Lexington Avenue Brewery.39 N. Lexington Ave. Located in the heart of downtown, the LAB has a big restaurant..

Lookout Brewing, 103 S. Ridgeway Ave., Black Mountain. John Garcia opened this small brewery near downtown Black Mountain in 2013. It includes a homebrew supply store.

Pisgah Brewing, 150 Eastside Drive, Black Mountain. Famous for its pale ale, its beers are also sold in cans and on draft and the brewery includes music stages.

Wedge Brewing, 37 Paynes Way. The brewery is in the River Arts District and framed by the nearby French Broad River and a Norfolk Southern railroad line. Most of the beer it produces is sold only here.

Thirsty Monk The Monk brewery is at the Biltmore Park pub. Other Monk pubs are downtown at the corner of Coxe and Patton avenues and Reynolds Village.

One World Brewery, 10 Patton Ave., It's at at the end of a short alley separating Farm Burger and Salsa's restaurants in downtown Asheville.

Open Brewing, 20 Gala Drive off Hendersonville Road. Located in what had been a Thirsty Monk pub. It lets home brewers make their recipes on its professional system.

Oysterhouse Brewing, 6245 Haywood Road, West Asheville. Famous for its Moonstone Oyster Stout made with oysters, it was originally located at the downtown Lobster Trap before moving to West Asheville.

Twin Leaf Brewery, 144 Coxe Ave. Steph Estela and Tim Weber run this 10-barrel system in the South Slope brewing district..

Wicked Weed, 91 Biltmore Ave. The combination restaurant and brewery has emerged as among the city's most popular.

Upstate South Carolina

Blue Ridge Brewing: The brewery restaurant opened in 1995 in downtown Greenville.

RJ Rockers: This Spartanburg brewery makes such popular brews as Son of a Peach.

Thomas Creek: The biggest Upstate brewery in terms of production, it's known for River Falls Irish Style Red Ale.

Quest: Don Richardson and Andrew Watts met in 2012 and began planning the brewery. Their beers are sold on draft and in cans.

Swamp Rabbit Brewery: Ben Pierson opened this brewery in Travelers Rest in 2014. He previously worked at Green Man and Lexington Avenue Brewery in Asheville and is doing some of the beers he made popular there at Swamp Rabbit.

Around the Western North Carolina mountains

Brevard: Home to the small Brevard Brewing in downtown (specializing in lagers) and the big Oskar Blues East coast expansion brewery.

Hendersonville: Southern Appalachian Brewery, 822 Locust St., serves such beers as pilsner, Belgian blonde and also has live music.

Mills River: Sierra Nevada has recently opened its huge East coast expansion brewery here, which will soon include a restaurant and tasting room.

Sylva: Home to the German-themed Heinzelmännchen Brewery and the more recent Innovation Brewing.

Waynesville: This town is home to Frog Level, Tipping Point, BearWaters and Boojum Brewing.

Morganton: Catawba Brewing has its main production brewery here and is adding a second site in Asheville. Fonta Flora Brewing is also located in the town.

Spruce Pine: Dry County Brewing uses a small system to turn out five gallons of beer at a time.

Banner Elk: Flat Top Brewing is this city's first craft brewery.

Boone: Home to Appalachian Mountain Brewery and Lost Province Brewing.

Blowing Rock: Blowing Rock Brewing includes a restaurant with the brewery.

Bryson City: Nantahala Brewing is probably best known for its outstanding IPA.

Andrews: Andrews Brewing is one of the smaller breweries in the mountains, and is paired with an equally small winery.

Plumtree: Blind Squirrel Brewery is in this Avery County town, and has recently begin selling its beers in the Asheville area.

Highlands: Satulah Mountain Brewery is a brewpub also offering live music in this mountain resort town.

West Jefferson: Boondocks Brewing Taproom and Restaurant sells its beers only at its venue. They include JMB Stout and Claybank Kolsch.